觀光代言人、旅遊動機、服務品質對觀光客滿意度與重遊意願影響之分析

2012年台越雙方簽訂觀光合作備忘錄以來，越南旅客赴台觀光人次逐年成長，成為東南亞最具潛力的新興市場，雙方互訪人數在優質團客來台觀光簽證簡化措施啟動之下。近年來越南來台灣觀光愈來愈多，因此台灣政府積極開放越南觀光市場，實施多項簽證放寬措施，可以共創雙方觀光市場新榮景。越南客來台旅遊的動機是什麽？旅遊行程安排是否能滿足越南客需求？越南客重遊意願？本研究的調查對象以來台灣旅遊的越南客為主。探討觀光代言人、旅遊動機、服務品質、滿意度與重遊意願五個變數之關係性。本研究發現雖然越南客滿意度高但是很少願意再來台灣。因此本研究將越南客真實感受傳達予旅遊業者，從而提高服務態度和品質、滿意度與再次重遊意願，從而促進台越兩個國家觀光業者更加蓬勃發展。本研究探討觀光代言人、來台旅遊動機、服務品質、滿意度及重遊意願五個變數之間有沒有正負向關係。本研究透過問卷調查法,採取立意抽樣方式，以越南旅客來台灣旅遊為主要研究對象。問卷收後以SPSS中文版統計軟體進行資料分析工具，使用敘述性分析、信度分析、因素分析、相關性分析、回歸分析。在觀光代言人對導遊動機和整體之滿意度存在著正向關係。在遊旅動機的「放鬆」、「享受」、「體驗」及「知識」四個構面中，以享受之旅遊動機對導遊人員和整體之滿意度存在著關係。以體驗之旅遊動機對導遊人員滿意度具有正向關係，則以關懷性和確實性之服務品質對導遊人員和整體之滿意度存在著正向關係。而觀光代言人、旅遊動機構面、服務品質構面及滿意度構面與重遊意願確實沒有關係。因此，越南客對於來台灣觀光的代言人、旅遊動機與服務品質對滿意度高但是重遊願意降低。

關鍵字

代言人；旅遊動機；服務品質；滿意度；重遊意願

並列摘要

Taiwan and Vietnam signed a memorandum of cooperation in tourism in 2012, the number of tourists visiting Vietnam in Taiwan has grown year by year, becoming the most promising emerging market in Southeast Asia. The number of exchange visits between the two sides has been initiated under the simplification measures for high-quality tourists visiting Taiwan. In recent years, more and more Vietnamese have come to Taiwan for sightseeing. Therefore, the Taiwanese government has actively opened up the tourist market in Vietnam and implemented a number of visa relaxation measures to create a new vista for both sides of the tourism market. What are Vietnamese tourists to Taiwan travel motivation? Can travel arrangements meet the needs of Vietnamese customers? Will Vietnamese guests revisit their wishes? Travel arrangements whether it can meet customer demand in Vietnam? Vietnamese will to revisit? The Vietnamese tourists who traveled in Taiwan since the survey were the subject of this study. Explore the relationship between five variables of of celebrity endorse, tourism motivation, service quality, satisfaction, and revisit intention. The study found that although Vietnamese customers are highly satisfied, they are rarely willing to come back to Taiwan. Therefore, this study will convey the true feelings of Vietnamese tourists to the tourism industry, thereby enhancing service attitude and quality, satisfaction and revisiting will promote tourism companies in Taiwan and Vietnam to flourish. There are no positive or negative relations between the five issues of, tourist motivation, service quality, satisfaction and revisit intention. This study investigates whether there are positive and negative relationships between the tourism tourism celebrity endorser, tourist motivation to Taiwan, service quality, satisfaction and revisit intention. There is a positive relationship between the tourism celebrity endorser 's satisfaction with the guide motive and the overall satisfaction. In the four aspects of “relaxation”, “enjoyment”, “experience” and “knowledge” of tourist motivation, there is a relationship between the satisfaction of tour guides and the overall satisfaction of the tourist motivation. There is a positive relationship between tour guides' satisfaction with experience travel motives and a positive relationship between tour guides and overall satisfaction with caring and authentic service qualities. The tourism celebrity endorser, tourist motivation facets, service quality facets and satisfaction facets are not related to the revisit intention. Therefore, Vietnam to Taiwan for celebrity endorser, tourist motivation, service quality of service quality is high but willing to revisit intention reduced.